The users, real people that test these pages, were presented with the homepage of the site and told to:

“Click the item that would get you a life insurance quote”

The wording for the task may not have been optimal but was chosen so as to not lead the user to click a particular part of the screen. We didn’t want to say “click the get a quote button” or “submit the quote form” because that might guide the user to certain phrases on the page.

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